tech
April 10, 2026
Amazon’s AI tool matches shelter dogs and cats with adopters in the Protect Playtime campaign
In short: Amazon’s Brand Innovation Lab, PetIQ’s PetArmor brand, and Best Friends Animal Society have launched “Protect Playtime,” a campaign combining an AI-powered pet-matching tool on Amazon with Amazon Nova Reel-generated videos of individual shelter animals to drive adoptions. The tool processes natural language queries to match prospective adopters with compatible shelter pets, and a pilot event in Glen Rose, Texas, in February 2026 produced 24 adoptions in a single day, four times the previous record. Personalised generative video content for each animal is distributed across Prime Video and Amazon Streaming TV ads through July 31, 2026.
TL;DR
- The "Protect Playtime" campaign by Amazon, PetArmor, and Best Friends Animal Society uses AI to match shelter pets with adopters.
- An AI tool processes natural language queries to find compatible pets based on adopter preferences.
- Personalized generative videos of shelter animals are created using Amazon Nova Reel and distributed via Prime Video and Amazon Streaming TV ads.
- A pilot event in Glen Rose, Texas, resulted in 24 adoptions in a single day, four times the previous record.
- The campaign also includes physical "Protect Playtime" spaces at shelters to help animals showcase their personalities.
- This initiative is positioned as a demonstration of Amazon's AI advertising stack, moving from awareness to conversion.
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